Political conservatism and variety-seeking

Daniel Fernandes, Naomi Mandel

Research output: Contribution to journalArticlepeer-review

72 Scopus citations


In this research, we document and explain a counterintuitive effect of political ideology on variety-seeking. Although political conservatives have a higher desire for control, which exerts a negative effect on variety-seeking, they also have a stronger motivation to follow social norms, which exerts a positive effect on variety-seeking. Three studies demonstrate that conservatism is positively related to variety-seeking due to social normative concerns and rule out an alternative explanation of heightened self-expressive motives among conservatives. This research provides preliminary evidence of how political ideology may explain differences in product choices.

Original languageEnglish (US)
Pages (from-to)79-86
Number of pages8
JournalJournal of Consumer Psychology
Issue number1
StatePublished - Jan 2014


  • Competitive mediation
  • Conservatism
  • Political ideology
  • Variety-seeking

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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